A marketing team spent $15,000 over five weeks promoting a gated ebook but only managed to snag 106 downloads, costing them $142 per lead. Half of the leads provided fake email addresses, and many downloads were motivated by a desire to avoid looking uninformed rather than genuine interest in purchasing. Despite 3,400 visitors landing on the ebook page, only 3% completed the form, revealing that they were blocking 97% of interested visitors from accessing their content. The team decided to ungate all their resources, facing skepticism about how they would generate leads and report success. Rather than tracking leads, they shifted their focus to pipeline and revenue. They also changed their success metrics from cost per lead to cost per engagement, measuring how many visitors spent meaningful time with their content. A year later, they reported impressive results: a 265% increase in demo requests, 242% growth in the pipeline, and a staggering 41-fold increase in marketing-sourced revenue. Pages consumed per visitor jumped from 1.2 to 8, and the cost per engagement fell by 90%. They added a form at the bottom of ungated pages for visitors to request content via email, which attracted hundreds of real email addresses. The article draws parallels with ecommerce practices, where simplifying checkout processes led to higher sales. Marketers often became fixated on collecting extensive customer information, which discouraged potential buyers. The same principle applies to B2B marketing now. Customers are more skeptical and prefer flexibility in how they engage with content. The shift from gated to ungated resources reflects current buyer behavior, where providing value upfront can yield better engagement and trust.